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Posted July 1, 2026 at 10:15 am
Ask a Generation X guy who works in finance – like your author (1976 vintage) – what ROE stands for and the answer is simple: return on equity. Put the same question to a Gen-Z citizen and one possible response could be return on effort. Each generation clearly approaches the world differently from prior cohorts. To understand how those born between 1997 and 2012 think about dating, Match Group recently hosted a webinar. Gen-Z want ROE.
Reports of the death of online dating have been greatly exaggerated. Match (owner of Tinder and Hinge) has a clear vested interest in making this observation, but the data back it up. 80% of Gen-Z believe that they will “find true love” versus 56% of singles of all ages polled by Match Group. Further, 62% of this younger cohort say that they would be “open to flirting with someone online” versus 51% of all survey respondents. More than 1 in 4 under-30s list “getting into a relationship” as a primary goal for the next year. Encouraging stats.
The key difference, however, between Gen-Z and prior cohorts is that they want fewer, but more meaningful interactions when it comes to dating. They are, in other words, seeking to maximise their return on effort. Match Group’s work concludes that Gen-Z want three key things when it comes to forming relationships online: agency, authenticity and trust. To stay relevant, dating apps need to evolve.
Online dating represents a classic use case for AI. We have long argued that technology should be seen as an enabler rather than a panacea. This is particularly relevant for a generation that “craves human connection” and wants to “preserve [my] time” based on Match’s findings. When applied to online dating, AI can help generate better matches, provide more appropriate rules of engagement (how to respond in conversations, for example) and reinforce safety. All can help deliver ROE. The next challenge will be building the best tools for Gen Alpha, the first of whom will turn 18 in 2029.
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Originally Posted June 29, 2026 –
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